Select a global company in the hotel industry and evaluate its positioning strategy in comparison to its two main direct competitors. Be sure your report addresses the following:
- Explain the different segmentation approaches used by this hotel company to segment the market.
- Describe whether the company’s market characteristics are similar in both the home country and most of their foreign markets.
- Create different profiles of the target consumer for your selected company and evaluate the potential and the attractiveness of each market segment.
- Prepare a perceptual map with clear market gaps that would present possible opportunities in the global market.
- Determine if it would be more effective for the company to add another segment that it does not already cover. If so, explain how. If not, explain why. Justify your decision and provide supportive examples, as appropriate.
Length: 5-7 pages, not including title and reference pages
References: Include a minimum of 5 scholarly resources.